The Routledge Companion to Corporate Branding
Author : Oriol Iglesias
Publisher : Routledge
Total Pages : 534
Release : 2022-04-25
ISBN 10 : 9781000573602
ISBN 13 : 1000573605
Language : EN, FR, DE, ES & NL

The Routledge Companion to Corporate Branding Book Description:

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.


The Routledge Companion to Corporate Branding
Language: en
Pages: 534
Authors: Oriol Iglesias
Categories: Business & Economics
Type: BOOK - Published: 2022-04-25 - Publisher: Routledge

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sus
The Routledge Companion to Contemporary Brand Management
Language: en
Pages: 616
Authors: Francesca Dall'Olmo Riley
Categories: Business & Economics
Type: BOOK - Published: 2016-07-15 - Publisher: Routledge

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely co
The Routledge Companion to Financial Services Marketing
Language: en
Pages: 606
Authors: Tina Harrison
Categories: Business & Economics
Type: BOOK - Published: 2014-12-05 - Publisher: Routledge

Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its
The Routledge Companion to Knowledge Management
Language: en
Pages: 350
Authors: Jin Chen
Categories: Business & Economics
Type: BOOK - Published: 2022-05-23 - Publisher: Taylor & Francis

Knowledge when properly leveraged and harnessed contributes to effective organizational performance. How much an organization benefits from knowledge would depe
The Routledge Companion to Technology Management
Language: en
Pages: 850
Authors: Tugrul Daim
Categories: Business & Economics
Type: BOOK - Published: 2022-08-31 - Publisher: Taylor & Francis

Bringing together an international range of expertise, this comprehensive Companion to Technology Management is designed to facilitate the development of manage
The Routledge Companion to Nonprofit Marketing
Language: en
Pages: 448
Authors: Adrian Sargeant
Categories: Business & Economics
Type: BOOK - Published: 2007-11-22 - Publisher: Routledge

This timely collection of cutting-edge articles offers a complete overview of marketing in the nonprofit sector. Written by a leading team of international expe
The Routledge Companion to Ethnic Marketing
Language: en
Pages: 362
Authors: Ahmad Jamal
Categories: Business & Economics
Type: BOOK - Published: 2015-06-19 - Publisher: Routledge

The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences beco
The Routledge Companion to International Hospitality Management
Language: en
Pages: 432
Authors: Marco A. Gardini
Categories: Business & Economics
Type: BOOK - Published: 2020-11-09 - Publisher: Routledge

The hospitality sector is facing increasing competition and complexity over recent decades in its development towards a global industry. The strategic response
The Routledge Companion to Philosophy in Organization Studies
Language: en
Pages: 616
Authors: Raza Mir
Categories: Business & Economics
Type: BOOK - Published: 2015-11-06 - Publisher: Routledge

The Routledge Companion to Philosophy in Organization Studies provides a wide-ranging overview of the significance of philosophy in organizations. The volume br
The Routledge Companion to Marketing History
Language: en
Pages: 464
Authors: D.G. Brian Jones
Categories: Business & Economics
Type: BOOK - Published: 2016-01-29 - Publisher: Routledge

The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activiti